Deadline Advertising has recently bagged Kanchan International Ltd (Marlex), a well-known brand in the home appliances segment. Sources close to the development have informed that Kanchan was a multi-agency pitch.
Commenting on the win, Raju Raut, CEO, Deadline, said, “At Deadline, we are so overjoyed after successful pitches across all categories. Prestigious brands like Kanchan, Darvesh Industries and EMDI have placed immense faith in us. Darvesh Industries has bestowed its trust in Deadline for buying media to market its one-of-its-kind products, ‘FireKiller ’.”
He added, “Kanchan, of course, is a big win for us. Apart from just the creative mandate, we will be the agency for planning, buying and releasing.”
Raut further elaborated, “What won the business for Deadline was the strategy presented for Kanchan. Primarily, they wanted us to bring out a fresh new perspective on the brand positioning and communicate the strength of their brand as a kitchen innovator. And we rightly brought that out in the strategy presentation. During the pitch process, our sole aim was to help the brand to stand out in the clutter of the home appliances market and make it a stronger brand with the right kind of ideas that work in the marketplace.”
On the reason for choosing Deadline, DC Khimavat, Director, Kanchan, said, “What Deadline offered was a great amount of thought in their presentation. We were looking for the right thinking and Deadline impressed us with their media strategy as did their creatives. We hope that this new partnership with Deadline will further fuel our marketing communications strategy and enable us to communicate the brand’s ideology to a wider set of audiences.”
Srinivas Vasu, AVP South, Deadline, added here, “Kanchan is a reputed name to work with and has garnered a significant space in the minds of the home appliances buyer in India today. We will work with Kanchan to further strengthen its position as the undisputed household brand of choice for home appliances.”
Other accounts that the agency has bagged includes Darvesh Industries, Girias Investments and EMDI Institute of Media and Communications. The total worth of these businesses is estimated to be upwards of Rs 27 crore.
Darvesh Industries is a 101-year old organisation which manufactures Firekiller, a revolutionary fire extinguisher product. Girias Investments, on the other hand, is a reputed name in the electronic showrooms business.